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Exam 18: Advertising Sales Promotion and Public Relations

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Question 21

Multiple Choice

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Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as

A) advertorials.
B) infomercials.
C) advermercials.
D) edutainment ads.
E) extended advertising messages.

F) C) and D)
G) None of the above

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Question 22

Multiple Choice

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One disadvantage of using the yellow pages as an advertising medium is

A) the proliferation of directories in many cities.
B) they have extensive accountability and ROI metrics.
C) the ads are perishable.
D) few households with telephones have them.
E) they have high delivery costs.

F) B) and E)
G) B) and C)

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Question 23

Multiple Choice

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Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

When people outside the target market for the product see a firm's advertisement, it is referred to as

One advantage of using the Internet as an advertising medium is

While many commercials that use sex appeals gain the attention of the audience, they

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

The most popular loyalty programs today are __________ reward programs.

Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

The purpose of a reminder advertisement is to

An aided recall posttest designed to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad, is

Although Nutrisystem and Jenny Craig dieting systems often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity

The next big change coming to television advertising will most likely be

When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

One advantage of using magazines as an advertising medium is

Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the lowest CPM?